There is not marketing as usual right now. There are no conferences, no cocktail hours, no lunch-and-learns. And I’m not telling you anything you don’t already know. So what kind of marketing can we do to stay top-of-mind with clients (and hopeful/potential clients) during a pandemic? I have a couple of ideas.
Staying Top-of-Mind with Clients Starts with Sharing Information
You may think that all the panel counsel who work with your corporate and insurance clients have inundated them with webinars and memos about how COVID-19 is affecting or may affect their businesses. About the insurance coverage questions, claims issues, and pending legislation arising from the coronavirus pandemic. And you may be right. Your clients might be saturated with information.
But that doesn’t mean you shouldn’t contribute to the glut of information they have at hand. Think about it. Why are so many firms taking the time and resources to present information to their clients in various media? There are two reasons. First, they want clients to be thinking about them when a problem does arise. And second, they want clients to know that their lawyers are thinking about them, considering the issues they may be facing, and facilitating solutions.
In the last two weeks, I have sent out memos to clients and potential clients (i.e., people I have relationships with but who haven’t yet sent me any business) about two developing issues in Alabama. One was related to how we expect lost business income claims arising from COVID-19 might be adjudicated in Alabama, and the other was about an Alabama Department of Insurance regulation change. The information I shared lets my clients know that I’m considering the issues that are affecting them and keeps me top-of-mind with these clients once they have claims arise in Alabama related to these issues.
For more content about staying top-of-mind with clients, check out my interview on the Lawyerpreneur podcast with Steven Chung.
Be Present on Social Media
Sometimes, being top-of-mind with clients isn’t about being useful; it’s just about being seen. Reminding clients you exist as they see you on their feed or timeline. It doesn’t have to be “Deep Thoughts by Jack Handey” or anything either. Just something that reminds them that you’re there.
If you can do those things — (1) be helpful and (2) be present, even while having to be physically distant during a pandemic — you can stay top-of-mind with your clients and position yourself to maintain the strong business relationships you’ve developed over your career.